A.P.C.

The abbreviation A.P.C. stands for Atélier de Production et Création, which already hints at an undefined artisanal dimension as well as the casual chic imprint of the French company. Created by Jean Touitou in 1987, A.P.C. flawlessly embodies a pared-down way of dressing, handsome but concrete, not sophisticated but defiantly normal, clearly relatable to the rues of Paris. A mainstay of minimal and basic clothing, which relies upon high-quality fabrics and traditional cuts, constantly reworked and updated for a modern-day use. The A.P.C. success started with a pair of jeans. Over the years, led by the Touitou couple, the brand has established itself as a credible representative of the chic-but-unassuming menswear, but A.P.C. innovative power was already visible in their first raw jeans - as a side note, now they’re crafted using original Japanese selvedge denim. Even if its legacy is deeply rooted in denim production, the offering of A.P.C. has expanded and now includes tees, shirts, sweatshirts, jackets, small leather accessories and unassuming jewelleries. After its flagship store in Paris, the brand went on opening new stores in Tokyo, Los Angeles, London, Hong Kong, Berlin and New York, thus exporting its tasteful, well-fitting and quality-driven apparel all over the world. Basically, A.P.C. stands out as a modern exponent of that effortless Paris-based casual wear - crewneck sweaters, unassuming T-shirts, blazers, stiff jeans and loose crewnecks - all playing on plain lines and clear-cut designs.




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